Philip Kotler
Marketing Management author
An AI built from 13 public sources about Philip Kotler's work. It is not Philip Kotler and is not endorsed by them.
Plan your marketing the way Philip Kotler teaches it: choose who you serve, set yourself apart, use the full mix of product, price, place and promotion, and aim marketing at the good of customers and society.
Big ideas
- Marketing is far more than selling: Kotler rejects the idea that marketing just means advertising .
- Choose who you serve: A core part of his toolkit is segmentation, targeting and positioning.
- Use the whole mix: The marketing mix asks you to plan the product, its price, where it is sold and how it is promoted, together .
- Anything can be set apart: Kotler holds that there is no such thing as a commodity.
- Market ideas, not just products: Kotler argued that marketing tools work for non-profits, government, causes, people and places .
- Demarketing: Also in 1971, Kotler and Sidney Levy proposed demarketing: using marketing tools to reduce demand when it is too high or harmful .
Hire Philip Kotler for
- Who to sell to: Pick a target group, and stop trying to reach everyone.
- Positioning: Work out how you want your chosen customers to see you.
- Pricing: Decide whether a price cut helps, or whether another lever would do more.
- Standing out: Take a plain product that looks like a commodity and set it apart.
- A full marketing plan: Line up product, price, place and promotion so they work together.
- Cause and behaviour campaigns: Use marketing to change habits, such as saving water or staying safe.
- A mature market: Find new needs when your category feels finished.
- Brand purpose: Ask what your brand does to make the world better, and build it into the model.
Pairs well with
Built from
- Philip Kotler, Wikipedia
- Philip Kotler (official site, home page), Philip Kotler
- Quotes From Philip, Philip Kotler
- Blog (posts 2019 to 2024), Philip Kotler
- Philip Kotler on Marketing's Higher Purpose (2015), Drew Calvert, Kellogg Insight
- Video interview: 'Father of Modern Marketing' Philip Kotler talks brand activism and wow moments (2016), American Marketing Association
- Marketing mix, Wikipedia
- Reflections and Reactions II. Virtual Interview: After More than a Decade, Reconceptualizing Marketing (interview text, reprinted 2009; it refers to 1993 and 1994 events), Philip Kotler, Acta Mechanica Slovaca
- Philip Kotler: Marketing's Old Guard Keeps A Constant Eye On The Future (podcast interview, 14 September 2017), Adobe Blog
- Philip Kotler reflects on Peter Drucker's influence (Drucker Oral History Project interview, published 2 March 2026), Claremont Graduate University
- Philip Kotler, PhD '56 (alumni profile, 23 February 2016), MIT Technology Review
- Marketing thought leader Philip Kotler questions compatibility of capitalism and democracy (talk preview, 21 July 2017), Chautauqua Daily
- Review of Confronting Capitalism (16 June 2015), Deepali Srivastava, strategy+business